Beauty Store Business

AUG 2018

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28 August 2018 | beautystorebusiness.com Markham points to a GlobalData report, "Top Trends in Prepared Foods 2017," which specifies that the percentage of U.S. consumers identifying as vegan grew from 1 percent to 6 percent between 2014 and 2017. That six percent equates to millions of U.S. shoppers; and it doesn't include the increasing number of consumers who support and regularly participate in a vegan diet or lifestyle. On a worldwide scale, GlobalData found that 70 percent of consumers are reducing their meat intake. And these numbers are growing. Another report, "Think with Google: Beauty Trends 2017," revealed that U.S.-based vegan skincare searches increased by 83 percent year over year. THE PIONEERS OF CRUELTY-FREE Eschewing animal ingredients and byproducts is one element of the vegan beauty category. The other is being cruelty-free, meaning that products are made without animal testing. A Nielsen survey asked consumers which beauty product claims were most important to them. "Not tested on animals" ranked highest, at 57 percent. It surpassed a host of other beauty claims, including "antiaging/anti-wrinkle" (44 percent) as well as "no parabens" and "organic" (both ranking at 37 percent). Nearly half of survey respondents also said they would pay more for products with the beauty claims "not tested on animals" (43 percent) and "contains no animal products" (42 percent). These figures come as no surprise to People for the Ethical Treatment of Animals (PETA), a leading and long- time animal rights organization that has pioneered the fight against animal testing for decades. The organization has been campaigning since the 1980s for beauty companies to abstain from animal testing and has increased consumer support for cruelty-free and vegan beauty products. PETA boasts 6 million members and supporters, and it maintains a list of more than 3,100 companies that will not harm animals in the creation of their products. Companies are certified through the Beauty Without Bunnies program. Its "cruelty-free" label identifies businesses guaranteeing that no aspect of their products is tested on animals by anyone, worldwide. Its "cruelty-free and vegan" certification distinguishes companies with products that, additionally, do not contain any animal derivatives. "PETA pioneered the movement to halt cosmetics and product testing on animals," says Amanda Nordstrom, company liaison for PETA's Beauty Without Bunnies Program. "Today's innovative technology and scientific advances have paved the way for companies to refuse to test on animals and use only nonanimal testing methods for cosmetics. … The rise in the popularity of vegan beauty products also means that it is now more profitable for companies to choose to go cruelty-free and vegan." WHAT IS VEGAN BEAUTY? The speed at which the vegan beauty category is growing begs for a watchful eye. As a hot category, it's a prime market for companies looking to exploit a profitable marketing claim. This puts vigilant vegan beauty consumers at odds with beauty retailers that have not done their due diligence in selecting their vegan offerings. Therefore, retailers should be at least as knowledgeable about vegan beauty as their customers. For starters, retailers should understand the following: Vegan beauty denotes that an item does not contain any animal products (such as fish scales, animal fat, animal hair and ground-up hooves) or animal byproducts (such as beeswax and honey). "I define vegan beauty as products that utilize ingredients that are not derived from mammal, reptile, fish, amphibian or arthropod sources," says Rhonda M. Davis, founder and cosmetic chemist for A.P.D.G., which launched in 2016 and offers products formulated especially for women who endure the heat, humidity, rain and sweat of the American South. The inclusive, vegan brand offers "What we consume has a tremendous effect on our environment, whether it be our food choices or the products we purchase." —Jim Markham, founder, ColorProof Color Care Authority Jim Markham, founder of ColorProof Color Care Authority Rhonda M. Davis, founder and cosmetic chemist for A.P.D.G. From top le : courtesy of ColorProof Color Care Authority, courtesy of PETA, courtesy of A.P.D.G.

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